McDonald's dynamic pricing on its app seems to show signs of a digital vs analogue conflict.

Users have taken to social networking site Reddit, complaining regular users are being charged more than casual users.

McDonald's says these price differences will encourage people to use the app more, bringing more long-term benefits.

This combo differed in price by $3 on the same day in the same location. Photo / u/BattleScones

Consumer NZ chief executive Jon Duffy told Mike Hosking the tailored pricing is due to the amount of users' data collected.

He says instead of there being an agreed price on a hamburger, the digital world has seen that hamburger cost whatever they want on that particular day.

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